European Advanced TV Uncovered 2023 by Freewheel

In collaboration with Colab Media Consulting, Freewheel interviewed - between August and September 2023 - 500 Marketing decision makers or influencers across UK, France, Germany, Italy and Spain.

This is the 4^th edition of the study which aims to understand marketer’s marketing and spend intentions for the year ahead, the accelerators and challenges for AdvancedTV growth and how marketers are adapting to current market forces. 

Key Take aways: 

• Marketing budgets are under pressure, yet 83% of marketers expect to increase spend in Advanced TV solutions
• Measurement is top priority – marketers are ready for new metrics around effectiveness (attention) and cross-platforms (end of GRPs)
• 89% of marketers will redirect budget to AVOD and FAST channels
• Reach and effectiveness remains the main drivers of Advanced TV spend
• Lack of awareness is the biggest inhibitor of advanced TV growth

The full report can be found here